Light, Film, iPhone: How Josh Aikin Is Changing the Face of Advertising Photography

Young American photographer Josh Aikin burst into the world of advertising photography unexpectedly and immediately added fresh colors to its already bright palette. Aikin's style is a lot of light, tanned bodies and white-toothed smiles. Even when he shoots in a studio, it seems that its doors open onto a Californian beach.

Josh Aikin's childhood coincided with the era of the first camera phones. At that time, no one took this function seriously because of the low quality of the pictures. But Josh took his first pictures with this simple equipment and, they say, he was not ashamed to show them.

A childhood hobby grew into a profession, and now Josh is a well-known advertising photographer in the USA. Surprisingly, he still uses his iPhone in his work along with professional cameras. The photographer has another weakness - film cameras. They went out of fashion when Aikin was still in kindergarten, but the photographer still loves working with them.

The photographer says that he makes decisions about what to shoot at the last moment, when the frame has already been formed in his mind. For many clients, this approach to photography seems unexpected, but everyone knows that the result will always be excellent. Josh Aikin shoots for such famous brands as Nike, Celestial Swimwear, Pepsico, and many others.

What do you think of Josh Aikin's approach to shooting - his intuitive choice of equipment, love of film and the ease of Californian mood in the frame? Do you value spontaneity or a carefully thought-out process in creativity more? Share in the comments!